Designing for growthwith the power of Chuck Norris

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A brief history

Head of Growth @

Growth Hacker @

Organizer @

Member of

Writer @

GROWTHATHON

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What we are going to cover

• Instilling a culture of growth

• Growth team or growth hacker

• Prioritization

• Day-to-day

• Possible pitfalls

Instilling a culture of growth101 guide to company culture

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Growth comes from culture

Culture- the set of shared attitudes, values, goals, and practices that characterizes an institution, organization or group.

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Primary goal

Steepen the learning curve.

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Growth = culture

To grow most companies need a culture change.

How easy is it to change culture?

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Analyze your culture

Ask these questions of yourself, then ask your team.

• What do you value?

• What do you focus on?

• What do you hold people accountable for?

• How do you solve problems?

• How do you allocate resources?

• How do you know if you are successful or not?

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Analyze your culture (2)

Ask these questions of yourself, then ask your team.

• What do you value? Growth

• What do you focus on? Everything but growth

• What do you hold people accountable for? Feelings

• How do you solve problems? Panic & derail everyone

• How do you allocate resources? My mood

• How do you know if you are successful or not? Another round of funding

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Culture Change

Three steps to change your culture1. Why• Set a vision

2. What• List the milestones

3. How• Operationalize with some teeth (7 to 1

rule)• Address important areas that are changing

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Common Characteristics

• High performance with right culture

• Metrics valued

• Death to lore

• Agnostic on the method, religious on the metric

• Intensity about winning

• Agile process

• Testing then production

• Transparency

• Focus

• Delivering user value, always

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Reality check

Culture is how you live and work, not a presentation.

Who?To be a growth hacker or not to be? That is the question.

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Growth hackers are not growth teams

Growth hacker Growth team

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The difference

Growth hacker

• Broad skills

• ASAP

• Grey area

• Guerilla tactics

Growth team

• Specialized roles

• Process

• Focus on culture

• Black and white

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How to choose?

• State of the company

• Size of the entire team

• Market competition

• Potential market opportunity

• Expected/ realized growth curve

• Every company culture is unique

PrioritizationWhat should you focus on?

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Your product cannot suck

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Four areas of focus

1. Acquisition

2. Activation

3. Engagement

4. Virality

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Four areas of focus

1. Acquisition

2. Activation

3. Engagement

4. Virality This will lead you down a dark path

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Four areas of focus

1. 2.

3. 4.

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Metaphysics of growth

Get to the “magic moment” as fast as possible!

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The magic moment

a “magic moment” is a defining point that marks a separation in future user

behavior.demonstrate user value proposition

Day-to-dayoperationalize growth

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The growth mentality

1. Track: Figure out what needs to be tracked and track it.

2. Understand: Delve into the data to understand how people are using the product.

3. Prioritize: Evaluate and prioritize the areas most likely to yield growth. (tweaks, re-architected features, new features)

4. Design: Design features that are likely to yield growth and estimate impact.

5. Build: Code and deploy.

6. Measure: Gauge success of new features.

Repeat 1, 2, or 3, adjusting strategy based on the results.

via Mike Greenfield (500 startups)

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Product

• Follow a sprint schedule with a retro.

• Varied risk of the growth bets each sprint.

• Develop a method of resolving conflicts among team.

• Deploy, don’t dither.

• Adjust sprint iterations based on what you learn to keep momentum up.

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Product (2)

• A product manager’s role• Leader of the growth team

• User testing

• Communicates data and goals

• Organizes teams to move forward

• Coordinator around dependencies

• Planning

• UX considerations

• Flow analysis

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Data

• Develops user behavior models.

• Keeps track of important metrics.

• Explores new theories on user behavior.

• Categorizes users and visitors.

• Assures proper instrumentation and measurement.

• Assures moving the metric.

• Calls out lore.

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Marketing

• Create a sprint model for marketing.

• Process• theory

• test cheaply

• results

• iterate

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Marketing (2)

• Pour water acquisition process (CAG vs. LTV).

• Works with growth team on inbound strategies.

• Optimizes product messaging.

• Develops the PR strategy.

• Enforces user empathy.

Avoid these pitfallsLearn from my mistakes

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Not everyone should focus on growth

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From hunch to metrics

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AB test everything

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Early results are not always conclusive

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Don’t be afraid to be wrong

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Time scope

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Be patient

QuestionsBlog: aginnt.com

Twitter: @aginnt

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